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Advertising Strategy Lecture 3

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These slides cover the Media Strategy stage of the Percy and Elliott 5 stage Advertising Strategy process.

These slides cover the Media Strategy stage of the Percy and Elliott 5 stage Advertising Strategy process.

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Transcript

  • 1. 3
  • 2. Step 5 of the planning process… what the advertiser does
  • 3. Media channels are…Out of Home
  • 4. The channel… the media that carries the advertising
  • 5. …who the ad was exposed to…it must be consistent with the objectives and ensurethe campaign fulfils them
  • 6. 816 radio stations 25.7 million facebook users, 5.8 million twitter users
  • 7. Visual Content Time to Process Message FrequencyTV Yes Short HighRadio Neo Short HighNewspapers Limitations Long HighMagazines Yes Long LimitationsPosters Yes Long LimitationsInternet Yes Long HighDirect Mail Yes Long Low
  • 8. Brand Brand Low Involvement High Involvement Awareness Awareness Recognition Recall Informational Transformational Informational TransformationalTV Yes Yes Yes Yes No NoRadio No Yes Yes No No NoNewspapers Limitations Yes Yes Limitations Yes LimitationsMagazines Yes Limitations Yes Limitations Yes YesPosters Yes Limitations Yes Limitations Limitations YesInternet Yes Yes Yes Yes Yes YesDirect Mail Yes Limitations Yes Limitations Yes Yes
  • 9. Thinking Feeling Informative (Thinker) Affective (Feeler) Car – House - Furniture Jewelry – Cosmetics - Fashion Model: Learn – Feel – Do Model: Feel – Learn – Do Possible Possible Implications Implications Test: Recall, Diagnostics Test: Attitude Change, Emotional Media: Long Copy, Reflective Arousal Specific Information, Media: Large Space, Image Specials Creative: Demonstration Executional, Impact Level of Involvement Creative:High Habit Formation (Doer) Self Satisfaction (Reacter) Food – Household Items Cigarettes – Alcohol - SweetsLow Model: Do – Learn – Feel Model: Do – Feel – Learn Possible Possible Implications Implications Test: Sales Test: Sales Media: Small Space Ads, 10 Media: Billboards, Newspapers, second IDs, Radio, POS POS Reminder Creative: Attention Creative:
  • 10. Rossiter-Percy planning grid...Instead involvement is seen as purchase specific
  • 11. Motivation Informational Transformational Low Banking Fast FoodInvolvement High Credit Card Holiday
  • 12. …the demographic profile of the media used provides evidenceof the likely target audience selected for the campaign.
  • 13. TV… £4.16billion
  • 14. Should reach a mass audience (ITV1 Prime Time) - targetaudience objective therefore wide, hence choice of media cost-effective in terms of reach and frequency. Regional?
  • 15. How does this media relate to the type of message the advertising conveys? When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)
  • 16. Usually a combination of media: several channels andthen several vehicles within each channel
  • 17. Fletcher, W. (2010) Advertising: a very short introduction. Oxford: OxfordUniversity Press.Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,Oxford University Press.Yeshin, T. (2006). Advertising. London: ThomsonGo to Library Online and look for recent articles in academic journals (viaEBSCO and Emerald) and on WARC using “advertising strategy” as yoursearch words.